Univeg Benelux recently introduced the Soul Fruit brand. This brand has been deployed especially for the exotics line. Soul Fruit has had a positive trial period in Germany, and can currently be found on shelves at REWE.
Tamara Landzaat of Univeg Trade Benelux says they always follow the customers' wishes. "In practice, this means that we supply a lot of products under the private label of our clients. Exotics are not currently carried under a private label. We jumped into this gap, because we see the consumer is in need of information. By providing them with relevant information, we believe exotics will be valued more highly, and the purchase frequency will also increase. We give information about the country of origin, availability, producers and recipes."
REWE in Germany
At the moment, the Soul Fruit exotics are still exclusively available at REWE in Germany. "The reactions are very positive. We will also introduce the brand at retailers in other countries, and adjust the product range according to consumer demand in that country."
There are several exotics brands in the supermarket. How does Soul Fruit stand out? "We believe that with Soul Fruit, we have brought a brand to the market that meets a specific need. Informing the consumer in a way that fits our day and age. The brand has a modern, fresh look, and clearly communicates what it represents. The information that's available through labels and flyers, together with the website that will soon go live, gives the consumer even more insight into the world of exotics. The recipes we suggest are simple to make, and will hopefully contribute to a healthy diet, where variation and combination take centre stage," Tamara concludes.
For more information:
Tamara Landzaat
Univeg Trade Benelux BV
T:+31 88 5294 490
F:+31 88 5294 506
Nijverheidsweg 4
2742 RG Waddinxveen - NL
www.univeg.com